SmartLife Foundation / الإماراتالتجارب الحيّة · الإعلانات الخارجية

⁨Sapna (Dream)⁩.

⁨A 'Wall of Dreams' on a Dubai street let the public buy nails and hammer them in, building an image that paid for labourers' children's education.⁩

العلامة التجارية: SmartLife Foundation
الوكالة: FP7/DXB
السوق: الإمارات
المنطقة: الخليج

التحدي

⁨Blue-collar workers in the UAE often do not earn enough to pay for their children's schooling. SmartLife Foundation, an NGO that supports them, needed to raise money for it.⁩

الفكرة

⁨Sapna, Hindi and Urdu for dream, was a wall on a busy Dubai street with markers for 17,793 nails like the ones labourers use. Shoppers paid at least AED 10 per nail and hammered it in, slowly forming the picture of a child receiving a graduation cap. Materials, media and production were donated, and celebrities and influencers backed it.⁩

النتائج

⁨According to the case study, all 17,793 nails were hammered in within nine days.⁩
⁨The WARC Creative Effectiveness case study says the wall raised enough to fund 100 children's education.⁩

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